In the tradition of breathless tech-industry hype, the company released a YouTube video on Wednesday teasing an unidentified device scheduled to be unveiled June 18 by CEO Jeff Bezos.
The video features people gazing down in wonderment at a product outside the frame. "It moved with me!" one exclaims.
The teaser immediately prompted speculation that Amazon is poised to release a high-end smartphone, opening up a new front in its battle with fellow tech giants Apple (AAPL) and Google (GOOG).
The Wall Street Journal reported last year that Amazon was developing a smartphone with a screen that displays 3D images without users having to wear special glasses.
"Using retina-tracking technology, images on the smartphone would seem to float above the screen like a hologram and appear three-dimensional at all angles," the Journal said, citing anonymous sources.
The mobile technology website BGR reported last month that the rumored device will respond to the movements of users, changing the information it displays if it's tilted from side to side.
Asked for additional details about the June 18 event, an Amazon spokeswoman said only: “You’ll have to wait and see."